Consumers in Asia prefer Jaffa Orri Mandarins

Core Tip: New research finds that 73% of Chinese consumers agree that they would purchase the easy-to-peel Jaffa Orri fruit, while 81% of Japanese consumers say they would purchase the mandarins.

New research finds that 73% of Chinese consumers agree that they would purchase the easy-to-peel Jaffa Orri fruit, while 81% of Japanese consumers say they would purchase the mandarins (called “Jaffa OR” in Japan).

The Plant Production and Marketing Board of Israel conducted a sensory market research study in both China and Japan to evaluate the Jaffa Orri/OR mandarin’s potential and positioning in these markets. The findings indicated significant preference for the Jaffa Orri mandarin in China and Japan.

MMR Research Worldwide conducted the sensory market research in China in April, 2017, surveying 202 local residents of Beijing & Shanghai, aged between 25 and 55. The research goals were to examine the acceptance of Jaffa Orri compared to other mandarin varieties available in the Chinese market.

Overall, Jaffa Orri performed well—significantly better than Frutaria and Buzhihuo, and exponentially better than Murcott (a.k.a. Honey Tangerine). Jaffa Orri was well liked across all sensory attributes, attaining 70% or greater “just right” (optimum score) on color (before peel), strength of aroma, strength of taste, and firmness of texture. “Interestingly, quite a few consumers spontaneously complimented the fruit on its juiciness and good balance of sweetness and acidity,” notes Tal Amit, head of the citrus sector at Israel’s Plant Production and Marketing Board.

Similar sensory market research was conducted in Tokyo, Japan, by GfK Custom Research LLC among 200 men and women aged 30 to 60 years, with similar results as well. Of the Japanese consumers polled, 81% said they would purchase Jaffa Orri mandarins, while just 46% said they would purchase Ponkans and 39% Murcotts.

The research results revealed that Jaffa Orri likability is much higher than its competitors related to “good sweetness-acidity balance,” “juiciness,” and “texture.”

“This is exciting news for the Israeli Jaffa Orri mandarin growers who have put a great deal of effort to accelerate yield and ensure high quality fruits,” declares Amit. “Jaffa Orri is set to increase its export volumes to China and Japan in the coming season, commencing January 2018.”